Mobile ads and offers that target users by their interests and tastes were viewed as more effective, according to the survey of more than 2,000 adults in the United States, conducted by Luth Research for mobile marketing company Upstream.
Personalised offers were ranked at 59 percent, whereas location was ranked at 8 percent by feature phone users. Meanwhile, 60 percent of smartphone users said they preferred personalised offers, and 14 percent chose location.
“Comparing the importance of personalization versus location in receiving mobile ads is especially interesting, given the hype around location-based players such as Foursquare, Gowalla, Yelp, Facebook Places or even Google+ with its Latitude check-ins,” said Assaf Baciu, senior vice president of product management at Upstream, according to a press release.
“While location remains an important factor in delivering mobile ads, tailoring interactions via mobile to consumers’ ‘tastes and interests’ clearly presents much greater potential for driving higher response and conversion rates.”